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The role of cooking in consumers' quality formation: An exploratory study of beef steaks

Lookup NU author(s): Naomi Kang, Dr Luca Panzone, Dr Sharron Kuznesof



This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).


© 2022 Elsevier Ltd. The role of cooking on pre- and post-consumption quality expectations and its impact on satisfaction during the eating experience is under-researched. To address this gap, a ‘task and talk’ focus group study involving participants preparing and eating a beef steak as part of a meal was designed to explore the role of cooking on consumers' evaluation of beef quality. The results from six focus groups (n = 36 participants) identified that ‘perceived cooking quality’ of beef is an important criterion impacting pre-purchase evaluation. Cooking is a process of adaptation to personal tastes and is influenced by cooking self-efficacy. This personal confidence in steak preparation mediates a willingness to directly complain about a disappointing eating experience. Direct complaints generally occurred in relation to intrinsic quality cues prior to cooking where the locus of quality control was external to the participant. Poor eating quality of beef was generally attributed to a deficiency in cooking skills, an internal attribution of quality failure that minimised the likelihood of direct complaints. A lack of confidence in cooking skills may explain a delay in repeat purchasing following a negative eating experience.

Publication metadata

Author(s): Kang N, Panzone L, Kuznesof S

Publication type: Article

Publication status: Published

Journal: Meat Science

Year: 2022

Volume: 186

Print publication date: 01/04/2022

Online publication date: 03/01/2022

Acceptance date: 27/12/2021

Date deposited: 28/02/2022

ISSN (print): 0309-1740

ISSN (electronic): 1873-4138

Publisher: Elsevier Ltd


DOI: 10.1016/j.meatsci.2021.108730


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